Document Type: Research Article
Institute of Higher Nervous Activity and Neurophysiology of RAS, Moscow, Russia. Moscow State Linguistic University, Moscow, Russia. Higher School of Economic, Moscow, Russia.
Russian Academy of Sciences, Institute of Linguistics, Moscow, Russia.
The paper considers studying the perception and assessment of media content in the Russian-language social networks, analyzing the causes that affect the perception and distribution of network content. The importance of language learning and communication in Russian-language social networks, and problems of content effectiveness is determined by the growth in the number and activity of Runet users. The material was used the database of the Russian social network VKontakte. The study involved a cross-disciplinary multimodal approach, also psycholinguistic analysis, content analysis to correctly interpret the perception of the content. Formal analysis was performed in stages, combining quantitative and qualitative methods of analysis. We applied TextAnalyst 2.0, Gephi (algorithm Force Atlas 2), Tableau as tools for analysis of empirical material. The results of the study suggest that the perception and effectiveness of network content is determined by a complex of causes. The success of posts (the maximum number of likes, reposts, comments, the achievement of the author’s communicative goal – transferring users’ actions from online to offline mode) ensure a source of distribution (the symbolic capital of the author increases the significance of the text when it is perceived by the network community), the use of features of the current communicative situation and the accuracy of the imperative strategy.